Focus on the end user to make magic happen

The best planning is a delicate play between an unsparing self-assessment of your brand and/or offering and a deep understanding of the audience you are trying to influence. Too often, companies get sidetracked by listening only to the voices of their sales teams, channel partners or their direct competition and lose focus on the folks […]

December 11, 2014
SuperContent: With great power comes great responsibility

Content was once king. But dynamics in today’s market, technology and communications are driving increased demand for content to rule more effectively for the people — and more powerfully. The fact is much of the content produced today is less effective than desired, and the practice to produce it is outdated. We’re betting on content […]

December 3, 2014
Use data to create content that delivers

A good content marketing program is the table stakes you need to connect with your B2B audience. But to really make an impact, you need to know the content preferences of your audience down to a science. And your own blog and metrics can join forces as the dynamic content marketing duo that can help […]

November 19, 2014
Are you ready for omnichannel marketing?

For smart marketing, a multichannel strategy isn’t enough anymore. If you haven’t adopted an omnichannel approach, it’s where you need to be. Regardless of your industry, an integrated, omnichannel focus improves your marketing strategy. If you haven’t heard of the term omnichannel, here’s a great explanation, courtesy of Marketo: “Marketers now need to provide a […]

November 11, 2014
If you don’t measure, you can’t manage

I’ve had several mentors in my career, and they’ve all provided me with many memorable quotes. But the one that I’ve used more than any other is, “If you don’t measure, you can’t manage.” If you don’t measure the impact of your marketing program, how will you ever know that it is accomplishing what it […]

November 4, 2014
Are you measuring your way to success?

From birth, the lifelong journey with measurement begins. Seconds after you’re born, doctors perform an APGAR test using a 10-point scale that measures five basic criteria to evaluate your health. In just a few minutes they’re able to make that critical call and determine whether extra care is needed. The steps are simple: measure, evaluate, […]

October 28, 2014
Hedge your bets with real-time marketing

If you’re anything like two-thirds of CMOs, digital probably accounts for 50 percent of your marketing budget (at least according to Accenture). That means your program likely hinges on the performance of your digital strategies. Already, 41 percent of you digital marketers are upping your odds of success by including real-time marketing components in your […]

October 21, 2014
The four-letter word you should use more often

Here’s the situation: You have a fixed marketing budget and an unrealistic time frame. You need to launch a new product line that requires a precision communications plan. It needs to deliver the results the sales teams and CEO expect while making you look like a rock star. Then someone on your marketing team mentions […]

October 14, 2014
Motivate your most valuable audience to work for you

Technically, you’ve already secured them: your company’s most valuable advocates and influencers. Who are they? Hint: They’ve signed an employment contract. Now, how do you get them to really work for you? Start by enabling your employees to work with you. We’ll help you with this in a moment. But first, here’s why: You’re outnumbered […]

October 8, 2014
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